Snapchat Is in Fashion With Burberry


The latest trend to hit fashion week is Snapchat Inc.

British luxury-goods house Burberry Group PLC said Thursday that it will debut its latest collection on Snapchat a day before it hits the runway at London Fashion Week. The Snapchat broadcast, which starts Sunday, will offer a behind-the-scenes peek at the frantic last hours before the show on Monday.

Snapchat will also curate a Live Show of Burberry with crowd-sourced footage, from backstage to the front row. The entire show will disappear after 24 hours, Burberry said.

Social media has given fashion week a much broader audience than the press and buyers who typically attend the shows in person. Louis Vuitton used Snapchat to display its resort show in Palm Springs this spring. This week at New York Fashion Week, Misha Nonoo moved her show from the catwalk to Instagram.

Burberry has been at the avant-garde of opening itself up to tech. It was one of the first luxury brands to embrace social media with Twitter and Instagram. It integrated iPads into its stores and made most of its collection available through e-commerce. Then Apple Inc. poached Burberry’s CEO, Angela Ahrendts last year to be Apple’s retail boss.

But Burberry saved a little love for Apple this fashion week, too. The live musical performance of British singer Alison Moyet at the fashion show will be available on Burberry’s new channel on Apple Music, the company said.

[By Christina Passariello.] [Read More.] [Photo from The Guardian.]

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